Visual Graphics Artist Kevin Burg began experimenting with the .gif format in this style in 2009 but it wasn’t until he partnered with photographer Jamie Beck to cover NYFW that Cinemagraphs were born. Marrying original content photography with the desire to communicate more to the viewer birthed the cinemagraph process. Starting in-camera, the artists take a traditional photograph and combine a living moment into the image through the isolated animation of multiple frames. To quote supermodel Coco Rocha “it’s more than a photo but not quite a video”.